OTC Healthcare in Colombia
Euromonitor International's OTC Healthcare in Colombia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 96 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Adult mouthcare; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
Positive growth continues in 2006
Retail current value sales of OTC healthcare continued to experience significant growth in 2006, fuelled by the growing health and wellness trend in the country. As Colombians aimed to achieve a more balanced diet, consuming all necessary nutrients, they turned to products such as vitamins and dietary supplements, driving growth overall. Additionally, the health and wellness trend resulted in a higher share of herbal products versus traditional OTC healthcare, due to widening recognition of the benefits of natural ingredients. Growth also stemmed from the country’s extended distribution network, with an influx of large chemists/pharmacies in urban areas and a larger number of healthfood shops.
Direct sellers boost vitamins and dietary supplements
Vitamins and dietary supplements was the biggest and the fastest growing in OTC healthcare in Colombia in 2006. Sales outperformed OTC healthcare as a whole due to direct sellers’ widening distribution network. Direct sales benefited from a personalised marketing message, with these companies continuing to educate consumers about how the correct use of vitamins and dietary supplements can increase energy, boosting the immunological system and relieve stress. A wide range of products at varied prices allows all income groups to have access to vitamins and dietary supplements, further contributing to growth.
Competition intensifies in many areas
Colombia’s OTC healthcare remains highly fragmented with a large number of companies defending their shares, particularly through brand and image revitalisation. Competition was particularly tough in generic products within analgesics, cough, cold and allergy (hay fever) remedies, digestive remedies, medicated skin care and vitamins and dietary supplements. Product differentiation is often not stressed in OTC healthcare and players continue to focus on building brand loyalty and reputation. Furthermore, brand loyalty can often be extended to generic products, as generic brands such as Tecnoquímicas’ MK, Biochem Farmaceútica’s Noxpirin Pax and Pfizer’s Mylanta managed to gain strong awareness among consumers. Generics gained share by offering affordable prices, making them more attainable to the bulk of the population.
Distribution concentrated in grocery outlets and chemists/pharmacies
Grocery outlets and chemists/pharmacies lead the distribution of OTC healthcare, together accounting for more than half of total value sales in 2006. The strong position of grocery outlets was supported by cultural purchasing traditions, as most buy OTC healthcare alongside their biweekly or weekly grocery purchases. The strength of chemists/pharmacies is meanwhile due to consumers preferring to consult pharmacists regarding product use and dosage. Chains in chemists/pharmacies and drugstores/parapharmacies are remodelling and expanding their outlets in order to gain share. These larger outlets expanded their product portfolios, to provide not only Rx and OTC healthcare but also cosmetics and toiletries, soft drinks, stationery and health food.
Saturation ahead for forecast period
OTC healthcare is forecast to exhibit maturity and saturation during the forecast period. While cough, cold and allergy (hay fever) remedies and digestive remedies are expected to see slow growth, wound treatments, medicated skin care, adult mouthcare, analgesics and NRT smoking cessation aids are forecast to decline during the forecast period. It is likely that vitamins and dietary supplements will exhibit the highest growth rate over the forecast period but even here growth will slow. Low investments in advertising and new product developments are likely to hinder OTC healthcare growth in the future.
Table of contents
OTC HEALTHCARE IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Positive growth continues in 2006
Direct sellers boost vitamins and dietary supplements
Competition intensifies in many areas
Distribution concentrated in grocery outlets and chemists/pharmacies
Saturation ahead for forecast period
KEY TRENDS AND DEVELOPMENTS
Improvements in economy encourage growth
Health and wellness has increasing influence on OTC healthcare
High pollution benefits cough, cold and allergy (hay fever) remedies
Self-medication continues to grow
Grocery outlets lead distribution of OTC healthcare
Direct sellers continue to strengthen positioning
Ineffective price and distribution regulations
APPENDIX
OTC registration and classification
De-listing or de-reimbursement
Advertising
Packaging and Labelling
Distribution
Vitamins and dietary supplements registration and classification
Generics
Switches
Consumer expenditure on health goods and medical services
Table 1 Consumer Expenditure on Health Goods and Medical Services 2001-2006
MARKET INDICATORS
Table 2 Life Expectancy at Birth 2001-2006
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2001-2006
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2001-2006
Table 5 OTC Healthcare Company Shares by Retail Value 2002-2006
Table 6 OTC Healthcare Brand Shares by Retail Value 2003-2006
Table 7 Penetration of Private Label by Sector 2002-2006
Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2001/2006
Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2006
Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2006-2011
Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2006-2011
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - COLOMBIA
FARMA DE COLOMBIA SA, GRUPO - OTC HEALTHCARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Farma de Colombia SA, Grupo: Key Facts
Summary 3 Grupo Farma: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Farma de Colombia SA, Grupo: Competitive Position 2006
LAFRANCOL SA - OTC HEALTHCARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Lafrancol SA: Key Facts
Summary 6 Lafrancol SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Lafrancol SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Lafrancol SA: Competitive Position 2006
OMNILIFE MANUFACTURA DE COLOMBIA LTDA - OTC HEALTHCARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Omnilife Manufactura de Colombia Ltda: Key Facts
Summary 10 Omnilife Manufactura de Colombia Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Omnilife Manufactura de Colombia Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Omnilife: Competitive Position 2006
PROCAPS SA, LABORATORIOS - OTC HEALTHCARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Procaps SA, Laboratorios: Key Facts
Summary 14 Procaps: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Procaps SA, Laboratorios: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Procaps SA, Laboratorios: Competitive Position 2006
TECNOQUíMICAS SA - OTC HEALTHCARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Tecnoquímicas SA: Key Facts
Summary 18 Tecnoquímicas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Tecnoquímicas SA: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 20 Tecnoquímicas SA: Competitive Position 2006
ANALGESICS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Sales of Analgesics by Subsector: Value 2001-2006
Table 13 Sales of Analgesics by Subsector: % Value Growth 2001-2006
Table 14 Herbal vs Standard Topical Analgesics 2001/2006
Table 15 Analgesics Company Shares by Retail Value 2002-2006
Table 16 Analgesics Brand Shares by Retail Value 2003-2006
Table 17 Forecast Sales of Analgesics by Subsector: Value 2006-2011
Table 18 Forecast Sales of Analgesics by Subsector: % Value Growth 2006-2011
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2001-2006
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2001-2006
Table 21 Sales of Decongestants by Type: Value 2001-2006
Table 22 Sales of Decongestants by Type: % Value Growth 2001-2006
Table 23 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2001-2006
Table 24 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2001-2006
Table 25 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2001/2006
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Retail Value 2002-2006
Table 27 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Retail Value 2003-2006
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2006-2011
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2006-2011
DIGESTIVE REMEDIES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Sales of Digestive Remedies by Subsector: Value 2001-2006
Table 31 Sales of Digestive Remedies by Subsector: % Value Growth 2001-2006
Table 32 Herbal vs Standard Digestive Remedies 2001/2006
Table 33 Digestive Remedies Company Shares by Retail Value 2002-2006
Table 34 Digestive Remedies Brand Shares by Retail Value 2003-2006
Table 35 Forecast Sales of Digestive Remedies by Subsector: Value 2006-2011
Table 36 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2006-2011
MEDICATED SKIN CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Medicated Skin Care by Subsector: Value 2001-2006
Table 38 Sales of Medicated Skin Care by Subsector: % Value Growth 2001-2006
Table 39 Herbal vs Standard Medicated Skin Care 2001/2006
Table 40 Medicated Skin Care Company Shares by Retail Value 2002-2006
Table 41 Medicated Skin Care Brand Shares by Retail Value 2003-2006
Table 42 Acne Treatments Brand Shares by Retail Value 2003-2006
Table 43 Hair Loss Treatments Brand Shares by Retail Value 2003-2006
Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2006-2011
Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2006-2011
VITAMINS AND DIETARY SUPPLEMENTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Vitamins and Dietary Supplements by Subsector: Value 2001-2006
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2001-2006
Table 48 Sales of Vitamins by Type: Value 2001-2006
Table 49 Sales of Vitamins by Type: % Value Growth 2001-2006
Table 50 Vitamins and Dietary Supplements Company Shares by Retail Value 2002-2006
Table 51 Vitamins and Dietary Supplements Brand Shares by Retail Value 2003-2006
Table 52 Vitamins Brand Shares by Retail Value 2003-2006
Table 53 Sales of Dietary Supplements by Type: Value 2001-2006
Table 54 Sales of Dietary Supplements by Type: % Value Growth 2001-2006
Table 55 Dietary Supplements Brand Shares by Retail Value 2003-2006
Table 56 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2006-2011
Table 57 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2006-2011
NRT SMOKING CESSATION AIDS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 58 Number of Smokers by Gender 2001-2006
Table 59 Sales of Smoking Cessation Aids by Subsector: Value 2001-2006
Table 60 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2001-2006
Table 61 Smoking Cessation Aids Company Shares by Retail Value 2002-2006
Table 62 Smoking Cessation Aids Brand Shares by Retail Value 2003-2006
Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2006-2011
Table 64 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2006-2011
EYE CARE IN COLOMBIA
OVERVIEW
SECTOR DATA
Table 65 Sales of Eye Care by Subsector: Value 2001-2006
Table 66 Sales of Eye Care by Subsector: % Value Growth 2001-2006
Table 67 Eye Care Company Shares by Retail Value 2002-2006
Table 68 Eye Care Brand Shares by Retail Value 2003-2006
Table 69 Forecast Sales of Eye Care by Subsector: Value 2006-2011
Table 70 Forecast Sales of Eye Care by Subsector: % Value Growth 2006-2011
EAR CARE IN COLOMBIA
OVERVIEW
ADULT MOUTHCARE IN COLOMBIA
OVERVIEW
CALMING AND SLEEPING PRODUCTS IN COLOMBIA
OVERVIEW
WOUND TREATMENTS IN COLOMBIA
OVERVIEW
SECTOR DATA
Table 71 Sales of Wound Treatments by Subsector: Value 2001-2006
Table 72 Sales of Wound Treatments by Subsector: % Value Growth 2001-2006
Table 73 Wound Treatments Company Shares by Retail Value 2002-2006
Table 74 Wound Treatments Brand Shares by Retail Value 2003-2006
Table 75 Forecast Sales of Wound Treatments by Subsector: Value 2006-2011
Table 76 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2006-2011